Courtyard by Marriott is Repositioning More Than 1,000 Properties

Courtyard by Marriott today announced that it is repositioning the brand in an effort to elevate its identity with a new logo, exterior design, color palette, bar experience, and advertising campaign.

The first hotel built specifically for business travelers, Courtyard is adapting to fit the changing needs of today’s business travelers looking to experience new places and people during their trips. The new campaign and rebrand of the largest brand in Marriott’s portfolio aims to attract the next generation of travelers—ambitious and enterprising guests who see business and business travel as drivers of personal fulfillment and professional growth.

The ad campaign follows a young professional around the world as she pursues her passion in business. The spot is narrated by her father to show the juxtaposition between the two generations. During the narration, the father recalls a time when he advised his daughter to, “Find a job, any job. Work hard. Clock in, clock out. Do it again and again. You may not like it, but that’s work.” He then recognizes that the daughter found a way to pursue her passion through work, which is illustrated through the video of her travels around the world and as she stays at Courtyard hotels. The copy at the end of the spot says, “Passion moves us forward. It’s how you think. It’s how we think.”

Before the exterior redesign of the Courtyard by Marriott in Sandy, Utah.

Courtyard by Marriott also recently rolled out its new Bistro Bar concept across more than 900 properties in the United States. As part of its repositioning, the brand designed its new evening dining experience to appeal to guests who enjoy new places, new experiences, and meeting new people while traveling.